AETN Consumer Products extends the A&E, The History Channel, Lifetime and Biography brands world-wide, through a variety of product offerings, including direct-to-consumer video and fan gear sales on the web and on television.
Client Objective:
Gain the perspective of an independent expert on AETN’s current direct-to-consumer commerce strategies for The History Channel, A&E, Lifetime and Biography brands. Compare current commerce strategies with industry best practices, reconfirming strategies to stick with, strategies to modify and strategies to add given a rapidly changing consumer landscape.
Approach:
Strategic Advice: Provided AETN Consumer Products leadership with industry best practices and detailed evaluations of four strategic areas - On-air Promotion, Product Assortment, Pricing Policies and Call Center – along with specific recommendations on new strategic initiatives for each.
Operational Guidance: Strategic evaluations and recommendations included practical, operational advice on topics such as on-air promotional elements, tiered pricing and call center product training.
Industry Resources: Worked closely with AETN Consumer Products’ key partner, Delivery Agent, throughout the engagement to insure revised commerce strategies where developed as a team and not in isolation.
Results:
AETN Consumer Products reaffirmed the strategic necessity of growing fan gear sales while identifying sixteen specific initiatives to increase sales throughout its business.
